8/22/2019 Strategic marketing ppt

1/13

GAINING & RETAING

CUSTOMERS

PRESENTED BY: ARVIND KUMAR TRIPATHI

CHANCHAL KANSHAL JOGENDRA WALVOIKAR

JUSTIN JOSEPH

JUBIN JOY SAMUEL

8/22/2019 Strategic marketing ppt

2/13

CUSTOMER

A Customer is usually used-to refer to a

current or potential buyer or user of theproduct of an individual or a organization

called the supplier, seller or vendor.Customer is king

Customer is GodCustomer is always Right

8/22/2019 Strategic marketing ppt

3/13

The process of retaining the existing customers. Itis obvious that customer retention is more

powerful and effective than customer satisfaction

Customer Retention

8/22/2019 Strategic marketing ppt

4/13

Every activity which occurs within an

organization ensures that a customer is not

only satisfied but also retained.

Customer care

8/22/2019 Strategic marketing ppt

5/13

CUSTOMER RETENTION

OLIVER SAYS:Deeply held commitment to re-buy or re-

patronize a preferred product or service consistently inthe future, despite situational influences and marketing

efforts having the potential to cause switching behavior.

If we dont take care

of our customers,

someone else will.

8/22/2019 Strategic marketing ppt

6/13

CustomerRetention

Overallsatisfaction

BrandStrength

FutureIntentions

PerceivedValue For

Money

COMPONENTS OF

CUSTOMER RETENTION

8/22/2019 Strategic marketing ppt

7/13

8 CS OF CUSTOMER RETENTION

8/22/2019 Strategic marketing ppt

8/13

Step 1 - Ask

Step 2 - Evaluate Step 3 - Stimulate

Step 4 Reward

Step 5 - Aggregate

Step 6 Take action

The Path to customer retention involves six

steps!

8/22/2019 Strategic marketing ppt

9/13

Welcomethe

complaints

Instigateloyalty

programs

Sendquestionnaires

and surveys

Check forrepeat sales

Reactivatedormant

customers

Frequentcommunicatio

n plans

Do regularreviews

Make goodfirst

impression

Provideexceptional

services

Best Customer Retention Strategies

8/22/2019 Strategic marketing ppt

10/13

Productextras

Reinforcingpromotions

Sales forceconnections

Post

purchasecommunication

Marketing Mix for retaining customers

8/22/2019 Strategic marketing ppt

11/13

Reduced costs for customer

acquisition.

Fostering greater interaction

between business and customer.

Having more delighted customers.

Possibility of repeat business.

Benefits of Customer Retention

8/22/2019 Strategic marketing ppt

12/13

Pricing

Inconvenience

Core service failure

Service encounter failure

Response to service failure

Competition

Ethical problems

Involuntary switching

Challenges in retaining a customer:-

8/22/2019 Strategic marketing ppt

13/13